Poulin Auto Country

Friday

Dec 9, 2016 at 12:01 AM

Last year, a beloved fixture in the Rochester community experienced a shock. Poulin Auto Country received a letter from the recently-bankrupted General Motors, pulling the Chevrolet franchise from the decades-old dealership. However, the owners and the community weren't willing to let it go easily.

“As I was driving into work Saturday, I said, ‘What can we do? Maybe we need a little support,'” explains Ron Poulin, one of the three Poulins who run the dealership. “I didn't have to make one phone call. It just started ringing off the hook -- ‘Ron, what can we do?'” He continued to receive supportive phone calls, e-mails and text messages from friends, fellow dealers, and customers.

Two days later, Poulin Auto used their website to post a petition. By the next day, there were over 500 signatures and messages. In addition, the dealership hosted a campaign last summer, complete with free food and door prizes, bringing customers, businesses, and the community to rally behind them.

One man, without a driver's license or a car, heard about the petition. He took the Coast Bus from Dover to Rochester in order add his signature. Stories like this encourage Ron, giving him confidence that whatever happens, Poulin Auto has the support of the community.

GM began closing dealerships two years ago after filing for bankruptcy. Poulin Auto lost their appeal, and is scheduled to stop selling Chevrolets as of October 31, 2010.

Poulin is not alone. Although GM had around 6,000 dealerships when it declared bankruptcy, the company has closed over 3,000. Ron says many dealerships must unfortunately either close or transition into a used car dealership. He feels confident that, with the Chrysler and Jeep franchise, Poulin Auto Country will continue to thrive.

“We're certainly not going away!” he insists. “We'll still be in Rochester selling new vehicles and selling used vehicles, but we'll be doing it with one less franchise.”

Dick Poulin started the company in 1976, selling only Chevrolets. He later added Oldsmobiles, American Motors, Geo, Chrysler, Jeep, and many different brands over the years. Dick's sons Ron and Brian grew up with the business. Ron now works in the larger store at 401 N. Main St., while Brian has been taking care of the Chrysler Jeep location next door at 301 N. Main. They have remained true to their word, “there is always a Poulin in the building.”

“We offer quality products and services at a fair price,” says Dick. Poulin. We have a very customer-friendly approach. Dick's mission from the beginning has been to “Earn your trust and loyalty by providing you with a pleasurable purchase and ownership experience.”

Very few dealerships still use a family name. Ron points out that having their name on the building holds the company to a higher standard. The recognizable name proved to be important as the community rallied behind them. Foster's Daily Democrat featured several articles throughout the appeal and arbitration. WMUR featured the dealership twice in news stories.

Poulin Auto Country's value and pride in the community comes as no surprise. For their 34 years in business, the Poulins have been extremely active in the Rochester community. Dick and Ron both served on the Rochester Rotary Board, and the dealership has been a member of the Rochester Chamber of Commerce and the Better Business Bureau since the beginning. Ron also serves on the boards of Frisbee Hospital, New Hampshire Auto Services, the Rochester Economic Development Commission, and serves as Vice President of the Rochester Country Club.

Ron believes the main ingredient in the dealership's success is positive people. His 37 service and sales employees are great examples of this. Throughout the challenges Poulin's has faced, Ron believes his employees are the best. “They have weathered the storm with great attitudes,” he adds, “and have stepped up a lot.”

“Any successful organization requires great people,” the website explains, “and we believe that we have some of the best.” Many employees have been a part of Poulin's for many years, and customers enjoy seeing their familiar faces. These “happy employees” have encouraged loyal, repeat customers over the years.

Even with the changes in the automobile industry, Ron believes the dealership's 34 years of business have taught them the highs and lows of the car business, and how to survive during the most difficult times. “You have to adapt to the changes and challenges,” he explains. “We're more than ready to do that.”

Poulin Auto Country will continue to service all makes and models. They plan on keeping everything transparent and seamless for the customer. A “Complete Vehicle Care Dealership,” Poulin offers a range of services to encourage customer loyalty. In addition to manufacturer-certified maintenance services, the dealership offers a collision center and a full parts and accessories department.

Loyal customers have enjoyed the Ultimate Rewards Program. This allows customers who purchase a new or used vehicle to tally the amount they spend in the Poulin Service Center, maintaining their vehicle. They can then set aside the amount toward another vehicle, up to $1500 and providing they trade in the first vehicle. “It's like paying them to maintain it,” Dick explains. In addition, Service and Pro-Shop customers receive a 5% return on maintenance, repair and accessories purchases toward future business.

As the dealership sells down the new Chevrolet inventory, they will bring the Chrysler and Jeep inventory, and employees, over to the larger facility at 401 Main St.. Ron insists that they will not become an exclusively used car dealership; they will simply make their Chrysler and Jeep lines stronger than ever.

While Poulin's is waiting on new 2011 Chrysler and Jeeps, they already offer the redesigned 2011 Jeep Grand Cherokee. Ron points out that the team is always open to new ideas and models. Now they are focusing on getting things rolling with Chrysler and Jeep.

The dealership's goal of the past year has been to reinvent itself, moving forward without Chevrolet. “We are looking forward to bigger and better things,” Ron says. “We are not going to let this keep us down!”

Ron explains that as they learn from the past, they look forward to growing with Rochester, which is poised to “burst out.” The state is committing millions of dollars to renovations on the Spaulding Turnpike. Ron believes this is indicative of the city's growth, and that growth is the reason he joined the Economic Development Commission.

Between Rochester's growth and positive encouragement from the community, Ron is confident that Poulin's will thrive. He is grateful for the support they have received from the community. Poulin Auto Country has come back from the removal of Chevrolet very well. “We're certainly not going anywhere,“ he adds.